Browsing by Subject "social media"
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Item Restricted A systematic literature review on the outcomes of the Dark Triad Personality in organisations(2024) Piotrowski, Radoslaw; Hynes, Jennifer; Villegas, Erick Behar; Faculty of Business Administration; Berlin International University of Applied SciencesAUTHOR-SUPPLIED ABSTRACT: This study compares the effectiveness of TikTok and Facebook ads in attracting customers, increasing revenue, and building brand awareness. The main question addressed was: How do TikTok and Facebook differ in these areas? The study explores the challenges and opportunities of each platform, such as user engagement, targeting options, and content types. Using both interviews with marketing experts from Centrum Therapy Psyche and surveys of social media users, the results show that Facebook is more effective at directly acquiring customers and increasing revenue, especially through targeted ads and informational posts. TikTok, on the other hand, is better at building brand awareness and engaging a younger audience with creative video content. The study involved 117 surveyed social media users and was interviewed by Krzysztof Zawadzki, a marketing specialist at Centrum Therapy Psyche. Although TikTok has high engagement rates, its direct impact on sales and revenue is smaller than Facebook. The final result highlights the need to leverage the strengths of each platform to create successful advertising campaigns and provides recommendations for improving social media marketing strategies. CHAPTER IItem Restricted The impact of organisational culture on employee wellbeing; a systematic review of literature(2024) Karadurmuş, Dağıstan; Hynes, Jennifer; Iguaran, Eliana; Faculty of Business Administration; Berlin International University of Applied Sciences